New salmon filleting line in Mowi's facility in Zaragoza, Aragon, Spain.
Photo: María Benaiges / Mowi Iberia.
Following the inauguration of its renovated production plant in Zaragoza, Aragon region, Spain, in September 2024, Isabel Lorea, Category Leader Fresh WE & Marketing Manager at Mowi Iberia, said that the company planned to continue strengthening its market position by conducting a detailed analysis of specific consumer needs and offering new products that meet them. A year later, the Norwegian salmon giant announces its bet on bulk portioning for its growth in Spain and Portugal.
In recent months, the Zaragoza plant — which, since its inauguration in December 2018, has directly employed 150 people from the region and become a key driver of local economic and technological development — has adapted its facilities to a new line of business based on filleting salmon from gutted product.
This upgrade, the company says in a press release, reinforces Mowi's commitment to bulk portioning, a segment with significant potential in the Iberian market—this is Spain and Portugal.
"Thanks to these improvements, the plant has increased its production capacity and operational efficiency, expanding its offering for both the professional and retail channels, thereby strengthening its competitiveness," the statement reads.
Nevertheless, after confirming Spaniards' interest in ready-to-eat products and preference for premium options, in parallel with this bet on bulk portioning, Mowi Iberia also continues to innovate in its fresh salmon offering, standing out for the quality and exclusivity of its cuts and gourmet preparations.
The Norwegian salmon giant is responding to the needs identified in a trend analysis carried out earlier this year to study the needs of Spanish consumers with a view to launching new products. The analysis revealed that quality and convenience would be the factors driving salmon consumption in Spain by 2025.
In response, Mowi is already offering new products. Among the most notable is Low-Temperature Cooked Salmon, available in varieties such as three peppers and Sichuan berries, aromatic herbs, or natural, all inspired by Scandinavian culinary tradition.
In addition, in recent months, Mowi has continued its process of digitizing processes to improve the operational efficiency of its facility in Zaragoza, making it a priority.
The company has incorporated integrated management systems and interconnected mobile devices; this way enabling it to optimize operational control and move toward more efficient management that is aligned with international industry standards.
Finally, continuing with its declared commitment to the Spanish market, the company plans to keep on strengthening its presence in new points of sale, starting with Aragón, the region that houses its Zaragoza plant.
Thus, over the coming months of 2025, Mowi will carry out in-store promotions and initiatives aimed directly at consumers in Aragon, with the aim of bringing its products to an increasingly wider audience.
